The group of 70 riders, which includes wholesalers, suppliers and retailers from across the convenience channel, are taking on an energy-sapping 358 kilometre trek from Caernarfon to Swansea.

To complete the journey, the cyclists will scale climbs totalling 5,500 metres across Snowdonia and the Brecon Beacons.

A team of 37 riders took on the same challenge last summer and raised more than £50,000, so with double the number participating this year, the hope is that they’ll surpass six figures.

“GroceryAid is a cause close to my heart as it supports thousands of people in need across our industry,” said CCEP’s Black.

“One hundred thousand pounds would provide 135 financial grants for working colleagues who find themselves in a crisis situation or over 400 series of counselling sessions for those who need support with emotional difficulties.”

To sponsor the group as they take on the challenge, visit their Just Giving page.

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